Offices | Careers | Site Map | Search

« June 2007 | Main | January 2008 »

October 13, 2007

Brand Consistency


Download Yellow Paper . | . Open publication


Brand Consistency Redefined: Achieving Constancy of Purpose and the 70/30 Rule

Next to differentiation, consistency is one of the most important tenets of branding. This paper makes the case for redefining what we mean by brand consistency. It introduces the approach called Constancy of Purpose: an emerging brand strategy that capitalizes on the benefits of size and reach while encouraging flexibility. The benefits are ongoing brand relevance and differentiation without eroding long-term credibility or trust.



Posted on October 13, 2007 8:00 PM | Permalink

Search this Blog

Posts for October 2007

This page contains all entries posted to YellowPapers in October 2007. They are listed from oldest to newest.

June 2007 is the previous archive.

January 2008 is the next archive.

Many more can be found on the main index page or by looking through the archives.


 
Copyright © 2007, DDB Worldwide Communications Group Inc | Terms & Conditions | System Requirements